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The purpose of this article is to explore the corporate brand‐web associated with the TOYOTA F1 Racing Team in order to exemplify existing theoretical discussions of the brand‐web concept and contribute to insights towards developing understanding of the structure of the corporate brand‐web and brand relationships.

A case study analysis of the TOYOTA F1 Racing Team, focusing on brand relationships associated with different levels of sponsorship is presented. The case study analysis is based on desk research.

The corporate brand‐web of the TOYOTA F1 Racing Team is presented. This portfolio of corporate brands and their relationships can be regarded as a corporate brand meta‐architecture. The study also offers taxonomy of different types of sponsorship‐based brand relationships, and identifies and discusses two key aspects of the relationships between brands, title sponsorship, and network relationships between the corporate brands in the brand‐web.

This article contributes to understanding of the corporate brand‐web and brand relationships in the sponsorship context and demonstrates the complexity of multiple brand relationships, and the need for researchers and practitioners to understand and manage their corporate brand architecture.

The relationship between brands and consumers is seen as an important element of strategic brand management. Past studies have examined different aspects of branding (e.g. brand equity, brand personality, brand image, brand loyalty), but there has been limited research investigating the quality of the relationship between consumers and brands. The present study aimed to examine various dimensions of the brand relationship quality from the European consumer’s point of view in the context of restaurant brands using Fournier’s (1994) short version of the brand relationship quality (BRQ) scale. The findings provided strong support for the validity of the brand relationship concept. Of the seven dimensions tested, four were found to be valid and reliable. The study produced a scale to measure the relationship between consumers and restaurant brands.

This study aims to answer the following questions: How do consumers’ perceptions of brand coolness affect brand relationship outcomes and how do brand coolness effects differ between product brands and service brands?

A quantitative survey was used to collect data from 1,500 consumers assigned to assess one of 20 popular product and service brands in Vietnam. Partial least square structural equation modeling was used to analyze the data.

Data analysis reveals that both dimensions of brand coolness (i.e. self-oriented and other-oriented coolness) exert positive impacts on brand relationship outcomes (i.e. brand satisfaction, brand love and brand advocacy) through brand attitude (i.e. the evaluative mechanism) and self-brand connection (i.e. the identity mechanism). While the identity mechanism of brand coolness effects is more prominent in product brands, the evaluative mechanism is more pronounced for service brands.

This research provides practical guidance for brand managers to build strong customer relationships by leveraging their brand coolness and the mechanisms underlying coolness effects. This study suggests a tailored application of brand coolness dimensions to different branded entities.

This research contributes to the brand coolness literature by validating a two-dimensional brand coolness structure encompassing self-oriented and other-oriented coolness, in accordance with a value-based conceptualization of the concept. For mass brand studies, this study recommends the exclusion of rebellious and subcultural attributes, as well as the utility of pre-determined brands as evaluated objects, in measuring brand coolness. This study also illuminates dual mediation mechanisms and moderation of the branded entity underlying brand coolness effects on consumer–brand relationships.

This research uses the distinction between communal relationships (based on mutual care and concern) and exchange relationships (based on the principle of quid pro quo) to propose a framework that predicts differences in the shape of consumer response function to increasing levels of brand transgressions.

The paper proposes a conceptual model based on insights from prior research on brand relationships.

The premise being proposed in this paper is that exchange-oriented consumers, being focused on the balance of inputs and outcomes, base their evaluations on an objective assessment of the final outcome, such that their response function will be relatively proportional to increasing levels of brand transgression. On the other hand, communally oriented consumers are concerned with whether or not the relationship partner cares for them, such that up to a point brand transgressions are overlooked while beyond a threshold there is a sudden negative shift in brand evaluations. These consumers thus exhibit a step-function response to brand transgressions.

This paper proposes a conceptual framework and leaves it to future researchers to test it empirically.

Managers now have a toolkit to better manage instances of product and service failure.

Findings from this model can be applied to better manage interpersonal relationships too.

This paper proposes a model that shows how and why consumers might differ in their response to brand transgressions. Further, this is a dynamic model in that it traces the response function of the consumers at increasing levels of transgressions.

This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark, interpersonal relationships.

This paper presents a conceptual argument based on a literature review.

First, I argue that our pervasive concern with other people is a basic genetic component of human beings, and discuss some possible evolutionary pressures that may have led to this result. Then I discuss how this pervasive concern influences consumer behavior related to brand meanings. This discussion is structured around two aspects of social relationships: interpersonal closeness and social status. Relationship closeness is discussed with regard to brand communities, gifts, special possessions and brand love, and the often hidden ways that social relationships permeate everyday consumer behavior. Social status is discussed with reference to materialism. Materialism is sometimes misunderstood as an obsession with physical object, or as occurring when people care more about products than they do about people. In contrast, I argue that materialism is better understood as a style of relating to people.

This paper integrates a range of disparate findings in support of a broadly applicable generalization that nothing matters more to people than other people. This generalization can function as a sensitizing proposition that managers and researchers can bear in mind as they seek to interpret and understand how brand meaning influences consumer behavior.

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research emphasizes a customer-brand knowledge perspective; however, emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast, channels research recognizes the manufacturer sources of market power, but does not consider the impact of manufacturer “push and pull” strategies within channels. Existing theoretical frameworks, therefore, do not address the reseller perspective of the brand. As a result, the research approach is a multi-method design, consisting of two phases. The first phase involves in-depth interviews, allowing the development of a conceptual framework. In the second phase, a survey of supermarket buyers on brands in several product categories tests this framework. Structural equation modeling analyzes the survey responses and tests the hypotheses. The structural model shows very good fit to the data with good construct validity, reliability, and stability. The findings show that manufacturer support, brand equity, and customer demand reflect the manufacturer brand benefits to resellers. A key contribution of this research is the development of a validated scale on manufacturer brand benefits from the point of view of a reseller. This research shows that the resources that relate to the brand, not just the brand name itself, create value for resellers in channel relationships.

Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer–brand relationship has been of great interest for marketers. Indeed, consumer–brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers’ relationships with brands.

By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer–brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer–brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.

The present study aims to deepen the understanding of the relationship between nostalgic brand positioning, nostalgic brand relationship dimensions and brand love.

This study is based on the data collected from 401 citizens of Tehran aged over 18 years old. Respondents admitted that they have felt love for at least one Iranian brand in their lives. The data collected from a questionnaire and the hypothesized relationships were analyzed using the partial least squares approach using Smart PLS.

The results showed that nostalgic brand positioning positively and significantly impacts nostalgic brand relationship dimensions. Also, there was a positive and significant relationship between nostalgic brand relationship dimensions and brand love. Nostalgic brand positioning has a significant effect on brand love through the mediating role of the nostalgic brand relationship.

The major contribution of this research is that, based on the construal level theory and literature review, the authors developed a conceptual model in which nostalgic brand relationship dimensions, i.e. emotional attachment, brand local iconness, and brand authenticity, explain how nostalgic brand positioning results in brand love.

Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers.

A four-study prototype analysis was conducted, in which a bottom-up approach was applied to identify lay people’s conceptualization of consumer brand relationships.

The prototype analysis generates a comprehensive list of features of consumer brand relationships that provide a nuanced understanding of the concept. The most typical characteristics of a brand relationship according to consumers are quality, bond, value and joy. Comparing this relationship prototype with existing literature shows that there may be a gap between theory and practice regarding the concept of brand relationship.

The prototypical conceptualization of brand relationships shows which aspects play a role in consumers' most common interpretation of the construct. This provides an opportunity to assess the validity of existing conceptualizations of brand relationships. Knowing which aspects are most relevant for consumers’ brand relationships allows brands to make adjustments as needed and improve at establishing and maintaining relationships with consumers.